It's tax season! On this week's episode of The CMO Podcast, Jim is joined by none other than Jill Cress, Chief Marketing and Experience Officer at H&R Block–the Kansas City-based company that has been helping people with their taxes since 1955. H&R Block is one of the most ubiquitous storefronts in America with thousands of offices–almost as many locations as McDonalds!
H&R Block has a big business in tax preparation–revenue is approaching $4 billion–but their ambition is changing to something larger, anchored in their purpose to provide help and inspire confidence in their clients and communities. Jim talks to Jill about about reframing a 70-year-old brand–its challenges, its opportunities–and what H&R Block is learning along the way.
Jill was a guest on the show way back in January 2020–when she was transitioning from her role as CMO at National Geographic to VP of Marketing at PayPal. Now Jill returns to talk about her time at H&R Block, just in time for you to finalize your own taxes.
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Super Bowl LVI Marketing Roundtable Discussion
Russell Barnett (My/Mochi) | Your Reputation Precedes You
Morgan Flatley (McDonald's) | Risks Equal Rewards
Courtney Harwood (Everside Health) | Let Your Customer Tell Your Brand's Story
Don McGuire (Qualcomm) | Marketing Objectives Must Align With Business Objectives
Guy Kawasaki (Canva) | The Democratization of Everything
Lara Hood Balazs (Intuit) | Disciplined & Purpose Driven
Than Hartsock (John Deere) | R&D and Marketing
Aron North (Mint Mobile) | 90,000% Growth and Leveraging Star Power
DE&I | Jessica Robertson (TOGETHXR)
Ricky Engelberg (Vista) | Helping Small Businesses Thrive Every Day
Michelle Van Slyke (The UPS Store) | 'Tis the Season to Be Shipping
DE&I | Karen Ashley & Melissa Tizon (Providence)
Kathy Fish (Formerly P&G) | Growth Works
DE&I | Andrea Brimmer (Ally)
Jennifer Davis (Learfield) | Fandom Meets Commerce
DE&I | Frank Cooper (BlackRock)
Bethany Quam (Blue Buffalo Co) | Feed'em Like Family
DE&I | Charisse Hughes (Kellogg) & Stacy Kemp (Deloitte)
Office Hours: Trust | Suzi Watford (WSJ) & Ashley Reichheld (Deloitte Digital)
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